Rebuilding Brand Credibility and Value Post-Recall

Video illustrates the value of infant nutrition and the lifelong impact on the brain.

The clients challenged the team to help recover the brand's scientific luster (and edge in the market) from a recall that ultimately cost them $100M.

Based on our deep knowledge of the consumers, we knew that development and developmental milestones were critical to parents. We jumped quickly into research to explore development and gain insight into the consumer. We found that parents were particularly motivated by cognitive development. And while they would intuitively connect nutrition with development, they needed some help to get there. In fact, while they connected brain development with DHA/ARA, those ingredients were widely available in all top brands. The brand needed a differentiator - lutein and its contribution to visual development. Consumers connected what baby saw with the cognitive development, and lutein helps protect eyes as well as contributes to their development.

In order to connect the brand with lutein and highlight the benefits of cognitive development we concepted several ways in. We landed on Through Her Eyes. In order to drive the importance of sight, the team created a brief film as the Through Her Eyes campaign centerpiece. Through Her Eyes was a campaign born out of the idea that much is made of looking through another's eyes, so all elements - culminating in the video - gave parents the ability to literally see the world through their children's eyes.

The ecosystem spanned offline and online touch points with meaningful and resonant messaging, including online video, application, online display advertising, website, emails, and a co-branded gift from the brand and Wee Gallery to highlight the nutritional benefits of the brand.

The Through Her Eyes web film that showed the evolution of infant development - providing parents with a way to watch cognitive development and learn how vision helps drive it.

Frame from Through Her Eyes video.

Frame from Through Her Eyes video.

Frame from Through Her Eyes video.

Frame from Through Her Eyes video.

Frame from Through Her Eyes video.

Frame from Through Her Eyes video.

Frame from Through Her Eyes video.

Frame from Through Her Eyes video.

Frame from Through Her Eyes video.

Online display media leading to campaign site.

Parents co-surfing with babies could play with the full screen Wee Gallery application.